000008172 001__ 8172
000008172 005__ 20180122193203.0
000008172 037__ $$a1030-2016-82498
000008172 037__ $$a1030-2016-83713
000008172 041__ $$aen
000008172 245__ $$aGrowth-related Measures of Brand Equity Elasticity for Food Firms
000008172 260__ $$c2007
000008172 269__ $$a2007
000008172 300__ $$a17
000008172 336__ $$aJournal Article
000008172 446__ $$aEnglish
000008172 520__ $$aBrand names and brand equity are recognized as important intangible assets among firm managers in the global food supply chain. This analysis investigates the long-run potential of brand equity among food processors to actually create real options for a firm's management. The empirical analysis views brand equity among food processors as a real option of growth and empirically tests selected drivers that are conceptually associated with firm growth. Results indicate that brand equity has a positive effect on the growth option value of the firm, after accounting for other major drivers of firm growth. Brand equity elasticity is estimated with respect to a firm's growth value for both the industry- and firm-level. One major implication of the analysis is that managers of food firms should evaluate the efficacy of brand equity building strategies in terms of the contribution brand equity makes to the firm's growth option value. The evidence suggests that categorizing and managing advertising expenditures solely as an expense item may be too narrow from a strategic viewpoint.
000008172 650__ $$aAgribusiness
000008172 6531_ $$abrand equity
000008172 6531_ $$abrand valuation
000008172 6531_ $$areal options
000008172 6531_ $$afood firms
000008172 6531_ $$agrowth option value
000008172 700__ $$aLiu, Juan
000008172 700__ $$aSporleder, Thomas L.
000008172 773__ $$jVolume 10$$kIssue 1$$tInternational Food and Agribusiness Management Review
000008172 8564_ $$s333991$$uhttp://ageconsearch.umn.edu/record/8172/files/20051050_Formatted.pdf
000008172 887__ $$ahttp://purl.umn.edu/8172
000008172 909CO $$ooai:ageconsearch.umn.edu:8172$$pGLOBAL_SET
000008172 912__ $$nMade available in DSpace on 2008-01-14T20:47:39Z (GMT). No. of bitstreams: 0
  Previous issue date: 2007
000008172 982__ $$gInternational Food and Agribusiness Management Review>Volume 10, Issue 01, 2007
000008172 980__ $$a1030